How Leaders from FedEx, Capital One, and Oracle Use Modern Data To Power Enterprise Sales and Marketing
At the 2019 SiriusDecisions Summit in Austin, we had the privilege of sponsoring a panel discussion with FedEx, Capital One, and Oracle to discuss how they use modern data to power their sales and marketing efforts. It was a great opportunity to learn how three enterprise organizations leverage EverString to grow their sales funnels and embrace digital transformation.
The panel included Jim Powell, Director of Sales, FedEx; David Ewart, Head of Digital Marketing and Demand Generation, Oracle; and Andrew Ruffles, Senior Manager, Marketing and Analytics, Capital One. The panel was moderated by Maria Pergolino, a marketing executive previously at Anaplan, Apttus, and Marketo.
Watch the full panel session:
If you prefer reading, here’s a summary of the discussion:
Jim Powell kicked things off, talking about how his team runs digital sales for the entire FedEx organization, and how they cover the micro, small, and medium-sized businesses. They try to blur the lines between the different customer segmentations, driving their responses based on the customer journey.
About seven years ago, FedEx aligned the revenue goals between the sales and marketing departments. Jim often hears about organizations where marketing has one goal while the sales team has another. Instead, FedEx created one goal and found some common ground where they could collaborate as a team to connect to it. And having complete data points and customer information plays a big part in determining their success.
Dave Ewart has a long and storied background, running sales and marketing for what felt like “20 different startups in 20 years.” Dave said he came into Oracle as they were going all in on cloud computing, and it’s changing how they operate and what they offer their customers. They have a lot of different processes in motion, changing how marketing works, how sales and marketing align, and they started working with EverString to make it happen.
Andrew Ruffles said Capital One is going all in on the cloud too. His work at Capital One is in commercial lending — he pointed out that he doesn’t know Samuel L. Jackson or Jennifer Garner — where he supports a sales team of 150 professionals all focusing on mid-market companies.
With FIRE, the salespeople look at the accounts they want to go after, find what matters to the sales department, and how can they reach the buyers.
Andrew said Capital One has a challenge of being a new commercial bank competing against old commercial banks, so they’re focusing on solutions selling and direct calling. This means that to differentiate themselves, they have to have great data coming in “so they don’t start every Monday with the A’s in the phone book.” Andrew said they use data from EverString so they can be that much smarter on the first call.
Related Article: Understand the importance of data-driven marketing
Next, Maria Pergolino asked the three panelists how they each separate from the competition without losing their brand identity.
Jim Powell said that at FedEx, the customer has been their leading indicator: “The customer experience will demand from FedEx where we need to go as a brand and what we need to offer as a differentiator.”
To that end, FedEx took a close look at their process and found that they were trying to make the customer fit their journey instead of them fitting the customer’s journey. They try to look at the customers with a different experience based on the data they can pull, and they try to interact with at the stage where the customer is in their business. Whether it’s a large customer or a smaller, younger customer, they want to be able to give them the right content and the right approach to help the customer become more successful.
Dave Ewart said that as Oracle started focusing on the cloud, they changed their entire sales approach. They used to focus more on the top buyers — the CIOs and CTOs — but now they’re looking for the person who actually has the pain within an organization. Their previous approach let them have conversations, but Dave said they weren’t the right ones.
As they discovered gaps between the data they had and the data they should have had, they started finding a way to close that gap and reach the actual buyers.
Andrew Ruffles said one of their big problems was having customers in their database, but not actually having the contacts themselves. They sell financing packages, just like every other commercial lender, but they need to find the contacts so they can even get in the door in the first place.
Once they’re there, they need to be able to sell the contacts on the differentiators. And they’re able to focus on those differentiators if they have the data that tells them what the customers need and what they’re looking for.
Dave Ewart echoed this important detail, talking about the importance of the FIRE methodology — Fit, Intent, Recency, and Engagement — and how that helps them find their ideal customer profile.
Related Download: Power your go-to-market strategy with FIRE
At Oracle, they use FIRE to create a systematic process to help each customer through the buying journey. With FIRE, the salespeople look at the accounts they want to go after, find what matters to the sales department, and how can they reach the buyers. They leverage EverString’s data for account prioritization. They’re able to feed the information into their CRM and determine how to reach the right audience in the right channels.
To enjoy the full 45-minute video, we’ve made it available on YouTube to watch at your convenience.
Want to learn more about how to use EverString’s solution to help guide your company’s own digital transformation? We’d be happy to show you a customized demo.